"I don't see a multimillion-dollar business coming out of any of these companies," Etlinger told the NYT. "The majority of Americans will not likely be able to participate, they're simply too expensive for them."

Khosla Ventures has invested in a half-dozen food startups like Nu-Tek Salt, a company working on a replacement to salt with less sodium, and Unreal, a company working on low-sugar alternatives to candy, snacks, and soda.